27 Nov RESEARCH SEMINAR
November 28, 2019
15:30 – 17:00
Speaker: Sumit Malik (PhD Candidate)
Title: Effect of Observed Hand-Motor Actions on Consumer Judgement and Behavior (joint work with Eda Sayin)
Prior literature has extensively studied the influence of self-experienced hand-motor actions (both real and simulated) on consumption outcomes. In five studies, we demonstrate that observed hand-motor actions may influence consumer judgment and behaviors – especially when the movement is varied on speed. Our research shows that whereas observing slow hand-motor actions conjure-up a stereotypical feminine schema (i.e., gentle, nurturing, and caring), fast hand-motor actions evince a stereotypical masculine schema (i.e., self-assertive, risk-taking, and aggressive). These schematic associations hold for even gender-neutral hand-motor actions and can perceptually transfer to an advertised product. Specifically, females (vs. males) evoke higher evaluations (i.e., haptic perception of texture and purchase intentions) upon observing a slow (vs. fast) hand-motor action over a fabric. Our findings allude to the structuring of the speed of hand-motor actions along the gender dimension and have direct implications for advertising.